How to Go Omni-personal

Abstract

How to Go Omni-personal Key Aspects• The omni-personal strategy needs to be embedded in the business unit strategy. • The owner of the omni-personal strategy has to be chosen from among the Chief Marketing, Sales, Digital, Technology and Chief Information Officer. • An organisation must have the technical, cultural and human capacity to implement the objectives set within the omni-personal strategy. This requires alignment and implies a fundamental transformation. • Three emerging approaches are currently available to kick off the omnipersonal transformation: the vertically integrated approach, modular marketplaces and e-retail platforms, and the full-stack ecosystem. • The approach is selected on the brand level based on the intended brand reach and control.